An Influencing Factor Research On Customer Loyalty To C2C Retailers

In recent years, electronic commerce is gaining tremendous impetus to develop rapidly due to the development of Internet technology. It also makes more and more fierce competition in electronic commerce field. Among all electronic commerce trade platforms, most of the consumers prefer to choose consumer-to-consumer (C2C) trade platform. How to improve the C2C e-stores'customer loyalty is vital to the survival and development of C2C e-stores'retailers. Building customer loyalty is more difficult and more important than the traditional trade platform due to the specialty of the online shopping environment and its existing problems.By establishing a theoretical model and empirical analysis, this paper distinguishes the main factors which affect customer loyalty and in what degree they are affected. Then, some practical suggestion is given to C2C e-stores'retailers in their operation and long-term stable development on electronic commerce platform. This paper is divided into three steps: Firstly, this paper summaries the relevant theory, then put forward a theoretical model and relevant hypothesis based on referring a lot of articles. Secondly, the paper designs a questionnaire and collects data from consumers who have C2C online shopping experience in Xi'an city. Finally, the paper analyzes the data by statistical analysis software, discusses the main factors which affect customer loyalty in C2C trade platform according to the result of the analysis and put forward some practical suggestions to C2C e-stores'retailers.